You’ve finally nailed down your targeting, warmed up your audience, and now you’re sending your dream clients over to your web page.
People are clicking, so your job is done, right?
Just kick back, sip a hot, delicious latte and let the leads roll in!
Until… nothing happens.
If your target audience is clicking on your ad, but they’re not following through, there’s likely a problem with your landing page.
We see this sometimes. A client wants us to send traffic over to a page, but that page just isn’t quite ready to do the job of converting prospects to leads, or leads to buyers.
Luckily, the problem is fixable.
Here are 7 simple tips for creating better landing pages.
Our Facebook Ads team uses this checklist to review every client’s landing page before sending traffic their way.
Use this checklist to quickly evaluate your landing page and make any corrections to help improve your landing page and your conversion rate before you hit “run” on any of your Facebook ad campaigns.
Before you can get an accurate depiction of what’s happening with your campaign, you’ll need to accurately track all traffic.
If you’re not yet using Facebook’s tracking pixel, make sure to get that on your landing page (and any other page your audience might land on).
The pixel is fairly easy to install using Facebook’s instructions, or you can ask your tech team to get it up and running for you.
You can create a pixel inside Facebook’s Power Editor.
Just go to the Power Editor Menu, then find it under “Measure and Report.”
Once the pixel is on your page, check to make sure it’s working properly.
An easy way to do this is by using Facebook Pixel helper. It’s a Google Chrome extension that lets you check which pixels are installed on any web page.
Now that your pixel is properly functioning, you’ll be able to get accurate data on how many people are landing on your page. You’ll also have the ability to retarget them later if they don’t convert.
If your landing page isn’t mobile-friendly, this could be a big part of the problem. Mobile traffic is taking over desktop as the preferred method to browse Facebook (and click on ads).
Having a desktop-only site will alienate a large percentage of your audience, making it impossible for about half (or more) of your Facebook Ad traffic to convert.
Check your page on a mobile device.
To do this, navigate to your landing page inside Chrome. Then, hit Command+Alt+I (Mac) or Ctrl+Shift+I (Windows, Linux) inside your Chrome browser to pull up the developer tools.
From there, you can simulate your page on a variety of device by clicking on the image in the upper left hand corner that looks like a tablet and a mobile device.
When checking mobile, make sure the user won’t have to scroll to the left or right to read the text, that your CTA is still viewable on the first screen (above the fold) if possible, and that the buttons and forms are easy to use on a mobile device.
Do a once over and check the details on the entire page. Check for glaring typos, grammatical errors, and readability.
Then, go a little deeper. It’s common to reuse a landing page from another campaign, and that’s ok. Just make sure to check that you’ve updated all the details.
Are your times and dates correct for any live events? Is your offer showing the correct expiration dates? Is your offer consistent throughout the entire page?
Make sure your page reflects the current offer and is ready to receive your prospects!
Facebook updates policies frequently and without warning. It’s easy to have a landing page that meets all requirements one week, then have one that breaks a policy the next.
Before you run a campaign, review the ad policies.
The policies change so frequently that our Facebook Ad Team reviews the ad policy at least once a week. We often find new policies and update our clients’ accordingly.
If your landing page is violating any policies, don’t chance it. Before sending over any traffic, make the necessary changes to avoid possible complications.
If you’re in certain industries, you’ll need to be more careful than others. For example, if you are offering weight loss products, money making, work from home, gambling, alcohol, supplements, or adult content, be extra vigilant when proofing your page. These are restricted areas and you need to be careful about your offer and the promises you make.
It’s easy to get wrapped up in all of the moving pieces that go along with a new campaign. Sometimes when that happens, it’s easy to overlook something major, like page functionality.
Check that all your videos play, the sound works, forms function, and emails go out as planned.
Not only can a non-functioning landing page get your campaign shut down, but it will definitely kill your conversion rates and skyrocket your per conversion costs.
This last tip isn’t sexy, but it’s absolutely necessary.
If your page looks good, reads well, and you haven’t found any major errors when running through this checklist, it could be your messaging.
There’s good news and bad news here.
The good news is, if people are clicking on your ad, there is interest!
The bad news is, your messaging on your landing page isn’t creating the same desire.
The solution is to make the messaging match. Are you promising something in the ad that isn’t mentioned on the landing page?
Is there conflicting information? A different tone?
Make sure that everything from the copy to the images are consistent. Not identical, but consistent.
Give your prospect a clear reason to sign up, let them know what will happen when they do sign up (receive an email, book a call, claim an offer, etc.), and make sure your offer itself is compelling.
These steps won’t just ensure that Facebook continues to happily send traffic over to your page, but that you will reap the rewards when they do.
Use this quick guide to assess your landing page. Make necessary changes, and then it’s time to finally kick back and enjoy that latte!
For more tips, get "7 Deadliest Mistakes You're Making With Facebook Ads...And How To Fix Them!"
In the meantime, why not find out what the “7 biggest mistakes you’re making with your Facebook Ads are”, and how to fix them: